Fish, and especially fish liver oils, are known as excellent sources of vitamin A (VA). While it has long been recognized that fish livers contain VA in forms of retinol (ROH) and retinal (RA), some fish synthesize and use a VA‐like product (3‐hydroxy‐retinol; 3OHVA). Despite its possible presence, previous measurements of 3OHVA concentrations in fish liver are rare, and most of the data available is limited to fresh water species from India and Bangladesh. Meanwhile, there is a significant lack of knowledge regarding North American native fish sources of 3OHVA, a nutrient with potential health benefits. We have developed a reversed‐phase HPLC method for analyzing VA and 3OHVA in fish liver and fish liver oils. The method is a YMC Carotenoid column, 25cm, C‐18 gradient method varying from 100% acetonitrile to 80:20 acetonitrile:water using a diode array detector. Reproducibility ranged from 3–5% 3OHVA, 2–14% ROH, and 4–5% RA. Retinoid concentrations ranged widely, from <1–53 ug/g 3OHVA, 6–381 ug/g ROH, and 19–1794 ug/Kg RA. Tilapia, silver carp, catfish, and rainbow trout had varying amounts of 3OHVA, but it was not detected in the bass or steelhead. All fish contained ROH and RA.Western Human Nutrition Research Center, USDA, supported this research.